Shell Motorsports collection has utilised the new motorsport fandom with miniature car models for fans to collect.
Behind the creative, Spinach executive creative director Dom Megna told AdNews that sports stars add credits around the physical benefits for product or services.
“That’s body physical, not material physical. They also bring a very distinctive fan base along with them, which should line up nicely with what you offer,” Megna said.
“Of course, the pairing needs to make sense for both parties. Think Musashi = good, Carpet Call = not so good.
If they are the right personality match, they can be your person ongoing too. If it’s done right, even beyond their playing career.”
Megna said that if done well, the reception with fans and audiences is brilliant.
“As the sportsperson, your fans love you even more for showing another successful facet of yourself. The brand enjoys a lovely halo from it.
“If you butchered it, you’ll be mocked for a bit, then forgiven. If you just kind of did it and it was a bit meh, then you’ve suffered the worst fate of the three: you’re ignored.”
